Giving Hugo man iconic fragrance a cultural dimension.
We wanted to rejuvenate one of the most iconic fragrances - Hugo Man, by bringing it into
music culture. We shot a campaign with brand ambassador Jared Leto, with assets across
Print, OOH, Retail, Digital and TV.
To further increase the connection with youth culture, we
challenged 3 artists (including Nina Kraviz) to chose an
iconic track and rewrite it through their own style, capturing
their creation process through a video series. A limited
edition was created with a special packaging and a
possibility to download the exclusive tracks for free.